UP MARKET MOVE July, 31st 2015
What is pricing power? «Price is what you pay. Value is what you get. And in the long run, price follows value» Warren Buffet 2
European situation One front runner & a pack of followers How to catch up with the front runner? Peugeot 308 net pricing compared to its main competitors Next 308 = Best Competitor 2010 2015 2020 3
Improving pricing power Analyze and implement a strategy to improve pricing power Understand Improve brand value Paid Price = Usage value / Client added value Optimize paid price Investment value / Residual value Improve pricing power => Actions on Client added value & residual value Improve Client added value & residual value 4
Pricing power pillars Reinforce Brands value, Innovative Marketing Communications ATTRACTIVE PRODUCTS EFFICIENT MARKETING DS Brand launch Geneva 2015 37 million people reached 42% Like/Share 5
Pricing power pillars Pricing Discipline Evolution of net price positioning adjusted for content in Europe 2.9 1.7 1.7 1 2 to 2,5 2013 2014 Forecast 2015 2016 2020 2013 2014 Forecast 2015 2016 2020-7 to -3-13.7-13.2-9.7-10 2013 2014 Forecast 2015 2016 2020-3.0-6.5-5.3-4.7 0-3 -3 to 0 Back in the Race Targets 6 * vs the key competitor (one different benchmark for each brand - gap in %)
ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS
Interior ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS Best competitor New 308 Perceived Quality : First application on 308 followed by New C-SUV Expected new 308 Best competitor Old Long term Quality: 308 first results: outstanding 3 years ageing performance of materials Old 308 Best competitor Old Noise Control, soundproofing : Objective : 1st quartile of multi-brand surveys 500 600 700 800 900 1000 Exterior
Private range VOLUME ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS GT LINE / GT FIRST DECILE : NO BRAND OFFER 80% OF SALES THROUGH MAINSTREAM RANGE HIGHEST DECILE COVERED WITH UPPER VERSIONS ALLURE ACTIVE ACCESS PRICE
ATTRACTIVE PRODUCTS PEUGEOT WORLDWIDE PRODUCT FUNDAMENTALS EXCELLENCE ALLURE EMOTION UNCOMPROMISING QUALITY SHARP DESIGN INSTINCTIVE DRIVING EXPERIENCE PERCEIVED QUALITY & DURABILITY EFFICIENCY DESIGN IDENTITY INVENTIVE VEHICLE CONCEPTS UPPER VERSIONS INNOVATIVE COCKPIT & CONTROLS DRIVING SENSATIONS 208 2008 308 Small steering wheel / Central display
Efficient Marketing & Communications Promote Product & Services UP TO 2015 AS OF 2015
Efficient Marketing & Communications Motivate dealers Fixed Margin Performance bonuses Quality bonuses Differentiated by Models Differentiation By Trim Level Sales Executive Standards 108 <.< 508 Access / Active < Allure /Upper Checked through Mystery Shopping
Efficient Marketing & Communications Train sales forces
Fierce Discipline Ensure strategy is consistently applied Organisation & Processes Gouvernance & Control Motivation Product Pricing Marketing Worldwide Brand CEO From conception to delivery Incentives & bonuses Production Sales Regional VP Commitment of Brand CEOs & Regional VPs CFO & Chairman of the Board Training & Personal development 14
15 Illustration with the New Peugeot 308
Peugeot 308 Enhanced positioning Strong product Excellence Car of the year Europe Uncompromising quality AP - Illustration 1 : GTI Allure Sharp design Launch upper versions Emotion Innovative cockpit Instinctive driving experience 16
Peugeot 308 Efficient marketing through Brand/model consistency AUGUST 2013 SEPT 2013 MARCH 2014 MAY 2014 DEC 2014 APRIL 2015 BRAND CAMPAIGN 308 LAUNCH 308 COTY 308 SW LAUNCH 308 GT LAUNCH PURE TECH ENGINE CAMPAIGN «Better opinion of the Brand?» (source : GfK) => c.+30 pts vs OEM average 17
Peugeot 308 Fierce discipline Measure positioning Low level of market Shares with Short term rentals Europe G5 Q1 2015 29% 14% 22% 14% Enhanced residual values New Peugeot 308 Bench Competitor 1 Competitor 2 New Peugeot 308 Mix enrichment with the New Peugeot 308 Level 3 & 3+ Level 1 & 2 27% New 308 44% DAT 39% (+ 4 PTS VS PREVIOUS 308) QUATTRORUOTTE 39% (+10 PTS) EUROTAX 47% ( +12 PTS) ARGUS 45% (+ 4 PTS) CAP 32% (+ 6 PTS) Old 308 73% 56% 2007-2009 2013-2015
Further levers to activate Geographical Extension New vehicles to be launched in 2016 and 2017 New Services 19
Products and technologies New upper range of models Technologies to maintain CO² leadership New C-SUV 5/7 seats BLUE HDI Diesel engine EB PURE TECH Petrol engine EAT6 AUTO transmission New D-Sedan Hybrid Plug- in New B electric 20
Services More value through an extensive infotainment offer TELEMATICS SERVICES EMBEDDED CONNECTED NAVIGATION MIRRORING.with a positive Residual Value impact (question asked to RV influencers / leasers in dec.14) Mirroring Solutions Embedded + Telematic Solutions
22 Thank you